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2021年 12月 30日
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电商企业消费纠纷处理机制的完善研究
摘要
近年来，国内电子商务呈现出蓬勃发展的态势，“互联网+”时代更是引发了消
费方式的巨大改变，如今网络购物已经成为了年轻人的主流消费方式。但是，网络购
物在不断发展的过程之中也逐渐发现了一些问题，网络消费纠纷愈发频繁，并且，传
统的纠纷解决机制时常无法适应网络消费纠纷的需要。对于电子商务企业而言，需要
思考的是，如何减少消费纠纷的产生，如何更好的为消费者服务，以及在消费纠纷产
生后如何及时挽回顾客评价，从而树立良好的企业形象。由此看来，电商企业如何应
对消费纠纷，如何有效运用消费处理机制去维护消费者和自身的合法权益，已经成为
一个全新的课题亟待研究。
本文结合电子商务企业的现状和特点，针对电子商务企业面对的消费纠纷问题进
行分析，提出优化电子商务企业消费纠纷处理机制的建议。本文采用文献资料、问卷
调查和案例分析等研究方法，首先对消费者评价进行调查了解，通过借鉴 5GAP模型
的研究思路，从消费者的视角来分析企业的服务质量差距，建立包括（消费者需求差
距、期望质量差距、服务品质差距、宣传沟通差距和感知服务质量差距）在内的五项
差距，对电子商务企业的服务质量差距的消费者评价进行逐项分析。然后，通过案例
研究分别对平台内电商经营企业和电商平台经营企业进行分析，确定电商经营企业和
电商平台企业的企业责任，并对存在的一些问题提出建议。最后，从事前、事中、事
后三方面分别为电商经营企业和电商平台企业提出面对消费纠纷时的应对策略，帮助
企业更好的应对消费纠纷，提高企业服务质量。
关键词：电商企业；消费纠纷；服务质量；平台企业责任
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电商企业消费纠纷处理机制的完善研究
ABSTRACT
In recent years, the domestic e-commerce has shown a vigorous development trend.
The Internet plus era has triggered a huge change in consumption patterns. Nowadays,
online shopping has become the mainstream consumption mode of young people. However,
online shopping in the process of development also gradually revealed problems, the
online consumption disputes is more and more frequent. The traditional dispute resolution
mechanism has been unable to meet the needs of online consumption disputes. In the new
situation of the vigorous development of e-commerce, as an e-commerce enterprise, we
need to think about how to reduce the production of consumption disputes, how to better
serve consumers, and how to timely retrieve customer evaluation after the production of
consumption disputes, so as to establish a good corporate image. How e-commerce
enterprises deal with consumer disputes and how to effectively use the consumption
processing mechanism to safeguard the legitimate rights and interests of consumers and
themselves has become a new topic to be studied.
Combined with the current situation and characteristics of e-commerce enterprises,
this paper analyzes the consumption disputes faced by e-commerce enterprises, and some
suggestions are put forward to optimize the mechanism of dealing with consumption
disputes in e-commerce enterprises. In this paper, literature, questionnaire survey and case
analysis are used to investigate consumer evaluation. Firstly, investigate and understand the
consumer evaluation, analyze the service quality gap of enterprises from the perspective of consumers
by referring to the research ideas of 5gap model, and establish five gaps including (consumer demand
gap, expected quality gap, service quality gap, publicity and communication gap and perceived service
quality gap), The consumer evaluation of the service quality gap of e-commerce enterprises is analyzed
item by item. Then, through the case study, it analyzes the e-commerce enterprises and e-commerce
platform enterprises in the platform, determines the corporate responsibilities of e-commerce enterprises
and e-commerce platform enterprises, and puts forward some suggestions on some existing problems.
Finally, it puts forward countermeasures for e-commerce enterprises and e-commerce platform
enterprises in the face of consumption disputes before, during and after engagement, so as to help
enterprises better deal with consumption disputes and improve enterprise service quality.
KEYWORDS: E-commerce enterprises; Consumer disputes; Service quality; E-commerce
platform corporate responsibility
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